LG Display高规荣:2020年中国OLED市场将有巨大突破

BigBang燎原之旅第二季再临重庆 OLED阵营坚定信心

“产业链已做好发力准备,明年OLED市场非常值得期待!“。这是12月16日,OLED阵营发出的最强音。

媒体交流会现场

日前,OLED Big Bang燎原之旅第二季活动来到重庆,而首季活动早在今年6月便光临过“山城”,并未当地带来一股OLED热潮。本次第二季活动再一次来到重庆,不仅在形式上更加丰富,在规模和阵容上也更胜以往。LG Display与家电渠道巨头京东的高层领导,以及创维、长虹、飞利浦、海信、康佳、LG电子、索尼等7大OLED厂商的代表悉数亮相,与在场媒体深入交流。

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当前,OLED是显示行业的热点,预计2020年会有更多面板厂商、整机厂商加入OLED产业。在媒体问及对于其他竞争对手计划推出OLED的看法时,LG Display全球市场推广部门总裁金光晋表示,这对OLED产业来讲是一个好事,规模上去的话,原材料的价格也会下降,OLED电视能让更多的普通消费者接受,这对于OLED电视的普及来说非常有帮助。LG Display在OLED面板的研发方面已经有十多年了,量产也有7年的时间,所以,不管有什么竞争对手加入这个市场,LGD肯定会提供更好的产品、更有保障的产品。

LG Display全球市场推广部门总裁金光晋

“破局”已刻不容缓,显示行业需要新的Game Changer

抛开OLED的火热景象暂且不谈,整体电视市场却是另一番景象。

近年来,彩电市场一直在低位潜行。据奥维云网(AVC)全渠道推总数据,2019年Q3中国彩电市场零售量1034万台,同比下降3.6%;零售额277亿元,同比下降10.4%。市场自2018年Q4以来,开启连续四个季度下滑态势,低迷成为常态,行业“破局”已经刻不容缓。

LG Display中国区市场推广副总裁高规荣在与媒体交流时表示,目前液晶电视开发价值低,整个市场已经陷入了价格战,无论整机厂商、面板厂商还是渠道商,都面临经营困难,显示行业需要改变游戏规则,才能存活下去。而OLED凭借画质和设计方面的优势,是目前未来显示技术发展趋势的最佳选择。

在交流会之前的战略发布环节,记者了解到,目前OLED电视已经在欧、美、日等发达国家和地区占据了主导地位。在2019年第二季度,全球1500美元以上的高端电视市场中,OLED电视的渗透率在美国、欧洲、日本分别为24%、52%、50%,这说明在目前电视产业停滞的背景下,OLED这种创新产品将在市场上扮演规则改变者(Game Changer)的角色,为市场注入新的活力。

LG Display中国区市场推广部门副总裁高规荣

OLED阵营已准备就绪,2020开始发力

据了解,2019年LG Display主要针对各级市场进行了培育,在线上和线下进行庞大的营销推广活动,科普OLED显示技术.当消费者了解OLED的优势之后,一定会刺激购买。另外,LG Display将加速从LCD到OLED的事业结构转换,通过与客户厂商一起不断开发更多差异化产品,以及扩展新的渠道,持续发展高端市场。

除了上游厂商已做好准备,渠道商和各大OLED厂商也准备就绪。

京东家电线下业务部总经理杨子盛表示,京东一直在考虑,怎样让我们的产品体验能够更好,怎样能够让消费者接触到OLED这样的优秀产品。所以我们第一次做了这么大一个京东家电超级体验店,让消费者在各种体验场景里产生购买需求。未来京东还会在更多城市打造超体店,而OLED体验店正是京东所看重的一环。

同时,京东家电黑电采销部总经理戴可表示,2020年京东将会在用户分层上,帮助OLED通过大数据找到我们更多精准的用户。此外,京东还会联合更多的合作伙伴,开发更多适合线上的产品,并且做一些深度的与各位做C2M的反向定制。最后希望能打造多场景的一站式购物,线下体验线上下单,来弥补客户感观的问题。

在整机厂商方面,创维在2020年将会有三场专门围绕OLED的超级战略发布会,包括上半年和上半年各有一次重大营销节点和一次世界营销。

飞利浦表示将会整合自身独特的技术,赋能OLED,与京东平台有更好的合作。

LG电子则认为目前高端电视销售越来越多的产生在类似家居卖场的带有场景化的卖场内,未来LG电子将会再次方面更加投入。

索尼表示2020年随着5G等各种技术发展,OLED电视面板成本下降后,中国OLED电视市场会有很大机会。

长虹认为,当前面临的问题是如何把人、货、场三体打通,OLED这种高端的体验能够通过线上线下融合来带到消费者家庭,和真正发自他内心的因为体验而购买的模式当中。

康佳则表示,OLED是康佳最重要的一条产品线,2020年无论是品牌、产品、渠道方面都会重点投入。

海信在提到产品规划时表示,甚至未来五到十年我们都会持续进行OLED的技术研发投入,我们还是希望能够把OLED这个产品的画质,包括显示做进一步的提升,达到行业领先的水平和状态。

2020年更加注重体验营销,OLED黑科技将向所有消费者开放

OLED将在2020年爆发的标志之一,就是全国各地建立的OLED创新技术体验馆和OLED电视体验专区等面向消费者开放的线下体验终端。

高规荣常务介绍,OLED体验馆是真正把“体验”落到实处的措施。在这里消费者可以了解OLED这项技术,体验到有趣、实用,并极具未来感的最新显示产品,是一个城市里科普和大卡的新的地标更重要的是,体验馆都设置在家电卖场,消费者会被这些具有未来感的产品吸引后,进一步促进OLED电视的购买。

媒体参观OLED电视体验店

坐落于京东电器超级体验店中的OLED电视体验店,可以说是当前线下体验的惊人之作。无论在场地规模、产品数量、展品类型上来说,都是远远超过其他城市体验馆的。这里有透明屏幕、玫瑰造型屏幕、自发声屏幕、双面波浪屏幕、8K屏幕等当下最先进的OLED显示屏,这些以往都是在专业展会上出现的,是首次向公众开放

京东电器超级体验店中的OLED电视体验店

京东超体店中的OLED电视体验店,还同时具备了线上、线下融合的属性。消费者可以在店中扫码下单,直达京东页面,这也是与其他体验馆不同之处。

可以想像,当从前只能在科幻电影中看到的现实场景真正出现在眼前,作为一名普通消费者来说将会感到多么震撼。

记者交流图片

如今,OLED的普及发展已是大势所趋,OLED也在悄然改变人们的生活。